“Order-online-and-pickup-offline” strategy for online direct sale of time-sensitive commodities

Although recent decades have witnessed rapid development of e-commerce, direct sale time-sensitive commodities on e-commerce platforms still faces significant challenges due to the dilemma between short delivery time and high costs. To alleviate these challenges, manufacturers with online retailing operations attempted cooperate offline retailers by using an “order-online, pickup-offline” (OOPO) strategy. study problem effectively implementing OOPO strategy for commodities, we consider a mechanism under which manufacturer pays cooperative service fee ensure coordination channels. We develop Stackelberg game-theoretic models compare profits both channels before after implementation By analyzing models, derive feasible range such that are more profitable implementation. further examine plausibility when required charge same price can lead channel pricing coordination.